Mobile Marketing & Fundraising Inspiration
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Shanelle Newton Clapham, a digital marketing consultant with 11 years of experience, gave a presentation on making the most of mobile for non-profits. She discussed how mobile has overtaken desktop usage, provided statistics on mobile engagement and fundraising, and gave examples of using mobile technologies like beacons, QR codes, NFC, geo-fencing and SMS for events, peer-to-peer fundraising, and donations. She concluded by asking attendees if they were interested in partnering on a mobile project or had any other questions.
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Mobile Marketing & Fundraising Inspiration
- 1. On a mission
- 2. We love the Not-for-Profit sector ✔ We consult ✔ We educate ✔ We research
- 3. Making The Most Of Mobile Delicious Digital 17th November 2015 Shanelle Newton Clapham
- 4. Nice to meet you Shanelle Newton Clapham Consultant with more than 11 years experience in digital marketing & fundraising Author: Attracting Donors Online
- 5. Hands up!
- 6. Looking for a challenge… lets partner on a mobile project
- 7. Make the most of mobile Why mobile matters Mobile marketing works Fundraising at events Peer to peer is mobile Using SMS Cool stuff.
- 9. Take Advantage of Mobile Few numbers about advantages of mobile?
- 10. May 2015 More Mobile searches than desktop & tablet
- 11. Zero Moment of Truth
- 12. Mobile has overtaken desktop
- 13. Social Media
- 14. More stats
- 15. Mobile apps
- 16. iOS experience: 1. Supporter receives SMS 2. Clicks link to invitation 3. Invitation opens 4. Add to Wallet. Android experience: 1. Supporter receives SMS 2. Clicks link to invitation 3. Prompt to download Wallet app 4. Opens Google Play store 5. Download app + password 6. Invitation opens 7. Add to wallet.
- 17. More mobile stats 96% of all SMS’s are read within 3 minutes 44% of people sleep with their smartphone 52% of all emails are opened on a mobile device Facebook overtook Google Maps as the most popular app worldwide in 2014
- 18. Mobile marketing
- 20. Do you know what this is?
- 21. Pin drops in maps
- 23. Use a beacon • The Big Egg Hunt • 275 beacons in eggs placed in New York, created by artists • Consumers were encouraged to find and check-in at the egg • They received clues and could bid on the egg via an app
- 26. NFC – Near Field Communication
- 27. Better fundraising at events
- 28. Melanoma Institute Australia Stop the Spread of Melanoma Tap and Pay
- 29. Mobile card readers • PayPal Here: app + device • Swipe, insert or tap to pay • Send tax invoice & receipt • Only for Android & iPhone. PayPal Here accepts all major credit cards, debit cards, cash, checks, as well as PayPal payments.
- 30. Thank you for your donation
- 31. Let me tell you a story
- 32. Insight: Australians love Paypal. In 2013 50% of PayPal donations came from Australia ($6 million). 1/4 were mobile donations.
- 33. 6 Million Australians use Paypal. Some smartphones have fingerprint authentication for PayPal. PayPal and mobile
- 34. Geo fencing Supporter receives a push notification when they enter the geo fence. What you need: • APP • GPS switched on • (permission).
- 35. Geo fence: The North Face • Geo fencing up to 1 mile from the shop • 79% have increased their shop visits • 65% made a purchase as a result of the reminder • Messages/ offers depend on weather, location and type of client.
- 36. Use mobile for peer to peer
- 37. World’s Greatest Shave Revenue went from $14 Million in 2010 to $18 Million in 2012 after mobile app was introduced.
- 38. Movember 2013: $26 Million raised in Australia – 122K MoBro’s. 2014: $22 Million raised in Australia – 95K MoBro’s. 3 donors per participant (globally).
- 39. Using SMS
- 40. SMS Engagement
- 41. Text to Donate (Premium SMS)
- 42. Today’s Most Important Text
- 43. UNICEF Premium SMS donor journey 9.23am 9.23am 9.27am 3pm 9.27am 1 2 3 4
- 44. SMS Fundraising • Sent to 3 year lapsed donors • 9% conversion rate • $130 average gift.
- 45. SMS: Pre-populated donation page • Sent to non-responders • 1000% ROI • $130 average gift.
- 46. Thank you for your donation
- 47. Cool Stuff
- 48. Encourage use of the second screen
- 49. Bring back the mixed tape
- 50. MONA mobile interactive guide
- 51. Digital Tattoos
- 52. Are you keen?
- 53. Digital Training in 2016 Expressions of interest?
- 54. Who’s planning a mobile adventure? (and Questions)
Hinweis der Redaktion
- Who has a smartphone? Who sleeps with his/ her phone? Who checked email this morning on mobile? Who used maps this week? Who has downloaded more than 5 apps? Who checks his/ her mobile more then 10 times a day
- We will give you ideas and inspiration and will Ask again at the end
- http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/
- 3 billion searches a day http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369 http://www.techtimes.com/articles/93310/20151009/google-mobile-searches-have-taken-over-worldwide.htm
- Comscore: http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ 43% of online time now spent on the smartphone, desktop 39%, tablet 18%. See: http://www.cmo.com.au/article/587953/report-mobile-app-time-dominates-Australian-smartphone-usage/
- https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2015.pdf (lot of info in this report) http://marketingland.com/us-mobile-users-still-favor-social-media-over-other-apps-143887 (how much time spent on social media in US) 70% of people access social media from their smartphone 75% use an app to access social media (77% female, 73% male)
- http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ January 2015 Latest report Nielsen August 15: no 33 hours a month on smartphone apps http://www.cmo.com.au/article/587953/report-mobile-app-time-dominates-Australian-smartphone-usage/
- 19 people responding on SMS 1 (sent to 27), 14 are using IOS and 5 Android.
- Open rate sms: http://www.bandt.com.au/marketing/sms-marketing-has-open-rate-of-almost-100-claims-new-study (July 2015) + 99% 96% within 3 minutes: smssa.com.au Open email on mobile device, Q2 2015: http://www.slideshare.net/Planimedia/experian-email-benchmark-reportq22015 Facebookmost popular app: http://www.comscore.com/Insights/Data-Mine/Top-25-Mobile-Apps-Dominated-By-The-Largest-Digital-Media-Brands: 2014 http://www.itproportal.com/2013/08/08/google-maps-is-the-worlds-most-popular-smartphone-app/ http://searchengineland.com/mobile-search-need-perspective-222386 (sleep with phone)
- Looked for opshops near me, one of the results is Mulberry Street Vintage Designer Boutique. Talk about other experience with Marriot hotel
- More info egg hunt: http://www.parachutedigitalmarketing.com.au/blog/mobile-marketing-and-apps/beacons-bring-the-digital-real-worlds-together/ http://www.mobilecommercedaily.com/fundraising-campaign-puts-beacons-inside-275-eggs-across-new-york Sponsored by Faberge, benefits go to 2 charities, free exhibition at the end, prize total 30,000 USDto spend on Faberge jewellery. http://www.lumity.org/blog/beacontech/ Proximity fundraising. Just in the same way for-profit companies may get your attention when you’re near their store, nonprofits can set up proximity marketing to alert passersby about the organization and current programs. For example, if someone walks by a food pantry, the organization can send out an alert with a statistic about the lack of access to nutritional food in the neighborhood and prompt for a donation. Or, if a person passes by a school or daycare center, the organization can send alerts about to current programming and student milestones it’s proud of, prompting the visitor to support the next initiative.
- Leeds based agency Propaganda have helped out homeless charity Simon on the Streets with a novel QR Code campaign. The QR Codes are printed on cardboard and then placed amongst blankets and belongings to look like a homeless person has been sleeping there. These installations are then situated around the city centre. The QR Codes resolve to a JustGiving page where the public can donate directly to the charity. Previous ideas to help the homeless with QR Codes have not really worked but I think this one does. http://2d-code.co.uk/homeless-charity-qr-code/
- Sharetapes http://www.sharetapes.com/product/pack-of-5-sharetapes/
- The custom-built JCDecaux digital Innovate panel displays a visual representation of a melanoma tumour that slowly grows until a donation is made via PayPass Tap And Go. Max 100 dollars without using PIN Link to video: http://www.bestadsontv.com/ad/74899/Melanoma-Institute-Australia-Stop-the-Spread This is an example of NFC, like Opal Cards and contactless paymets with PayPass (Master card) & PayWave (Visa card)
- The custom-built JCDecaux digital Innovate panel displays a visual representation of a melanoma tumour that slowly grows until a donation is made via PayPass Tap And Go. Max 100 dollars without using PIN Link to video: http://www.bestadsontv.com/ad/74899/Melanoma-Institute-Australia-Stop-the-Spread This is an example of NFC, like Opal Cards and contactless paymets with PayPass (Master card) & PayWave (Visa card)
- Demp of paypal here
- How I tried to use a charity of choice for this demo – and why you should donate due to the effort Northcott went to.
- http://www.parachutedigitalmarketing.com.au/blog/digital-fundraising-online-giving/mobile-makes-up-10-of-digital-fundraising-for-australian-charity/
- http://www.parachutedigitalmarketing.com.au/blog/digital-fundraising-online-giving/mobile-makes-up-10-of-digital-fundraising-for-australian-charity/ 6 million australians use PayPal https://www.paypal.com/au/webapps/mpp/merchant Smartphones with paypal fingerprint: LG V10 and Samsung Galaxy phones
- The North Face (outdoor apparel) uses Geo fencing around their shops. Customers have responded well to this type of mobile marketing. 79% report they have increased their visits to the store once they started receiving reminders, and 65% made a purchase as a result of the reminder. They do specials depending on the weather or location. See: http://www.louderonline.com.au/mobile-marketing-success-stories/
- The North Face (outdoor apparel) uses Geo fencing around their shops. Customers have responded well to this type of mobile marketing. 79% report they have increased their visits to the store once they started receiving reminders, and 65% made a purchase as a result of the reminder. They do specials depending on the weather or location. See: http://www.louderonline.com.au/mobile-marketing-success-stories/
- Appeal revenue from Leukaemia foundation went from 14mln in 2010 to 18mln in 2012 after introducing mobile in their fundraising mix Annual report: Revenues from Greatest shave were reduced in 2015 (675.474, that’s 494.645 less than in 2014). Changed strategy to reduce reliance on the World’s Greatest Shave.
- Movember annual report 2014/2015: 105mln raised worldwide. In Australia: 21.7mln raised and 94,939 participants. App iPhone Mobile website Active facebook page with styling tips and funny videos
- www.textgiving.org.au Pilot Australia till October 2016, text to donate is very common in US & UK 5 dollar donations, 1% fee Prepaid: deducted from credit, post paid: visible on mobile phone bill 1999 = dedicated emergency relief appeal number Max. 15 charities in Australia
- https://youtu.be/J9x01UHM7cg Unicef video about text to donate
- Advertising 1 month October – Sydney wide 20% conversion on Phone to RG 50 SMS donations per day. High CPA due to advertising.
- Red Cross: 9% conversion rate and an average gift of 130 dollars. You can share these figures (permission Emma 9/11). Sms Great cycle challenge
- Demp of paypal here
- Shazamable lables on bottles in Canada, unveiling recipes for cocktails with vodka. August 2015 http://mobilemarketingmagazine.com/absolut-vodka-bottles-go-shazamable-in-canada/
- Cornetto Enigma bear https://vimeo.com/39450240 Toyota Shazamable labels on bottles in Canada, unveiling recipes for cocktails with vodka. August 2015 http://mobilemarketingmagazine.com/absolut-vodka-bottles-go-shazamable-in-canada/
- http://blog.nxp.com/10-creative-uses-for-near-field-communicationsmartly-connecting-everything-part-one/